Yoast SEO
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Yoast SEO

in this session we’re going to be
talking about Yoast SEO. SEO stands for search engine optimization and we’re
going to be applying it to this article today. before we actually look at the
mechanics of Yoast SEO let’s quickly look at the article. we have our title
here understanding food label dates and then our h2 header here is understanding
what food label dates really mean. here’s a tagline here, is a picture with a
caption, we have a few a couple of paragraphs, another h2 header, a bulleted
list, another h2 header, we have a pull quote
here on the right and some other text before we finish, there are about 300
words between each of these h2 headers we’ll go to edit page next to look at
the page in draft form and here we are. that’s that same content that we saw
before. keep in mind this permalink we’ll be talking about that in a second and
here’s the same content followed by Yoast SEO just below the dialog box for
the page. to the left here are three tabs for Yoast SEO. we’re going to spend most
of our time on this first tab which will involve readability and the focus key
phrase. however before we begin this one let’s look at the other two tabs. this
one is the social media tab. it really only works with Facebook and Twitter.
what this Facebook section does is allows you to override the defaults and
add customized titles descriptions and images to a Facebook post if you are
posting a page or a post from WordPress on to Facebook. so you can override the
existing title with the Facebook title here. the existing WordPress meta
description with this Facebook description here. you can also upload an
image for Facebook that might be different from the image that appears by
default, which would be either the featured image or in most cases simply
the first image of your article. so that’s the Facebook bit and the Twitter
tab here gives you the exact same options, a twitter title to override the
default WordPress title a twitter description to override the word
description, and a Twitter image to override the default image shown in
WordPress. let’s go down to the bottom tab the settings tab next this first
options allows you to turn on or off having a search engines show this page.
and search results by default that will be set to yes and in the vast majority
of cases you want that to be yes. should they follow links on this page. again
default would be yes but you can change it to no, and by default they are
allowing robots on this page to scan the page. if you want to change your options
here on meta robots simply click within the box and you’ll get your other
options. none is what the default is. you can also do no image index, no archive
and no snippet and we’ll talk about snippets in just a second. which leads us
back to the readability and focus key phrase section of Yoast SEO. so this
content analysis and optimization traffic light contains three sections
you’ve got the snippet preview, the readability analysis, and the focus key
phrase. let’s start out with a snippet preview and what we’re gonna do is go
directly to edit snippet. the SEO title is right here SEO again stands for
search engine optimization, and here are the elements of it, though when we look
at the preview we see and there are not this exact order. there is the article,
title, the page title, the page, a separator and then the meta description.
if you want to add variables to here you can use the plus and add things such as
primary category, another separator, and that’s pretty much it. the slug is
important. the slug is the second half of the URL up in the permalink. you can
change it down here. you can also however change it up here in the permalink. now
our title is “understanding food label dates” in most cases WordPress does a
really good job of translating a title to a slug. in this case, understanding
food label dates is the exact title with simply hyphens taken out. you can, however,
go in and edit this simply by clicking edit you can take out unnecessary words, articles, and just pare it down to its essence and then click OK to
change it. if you have any links to this page they’ll automatically update
in WordPress, and it’s important that our title and our slug both contain the same
basic idea and that the idea is continued on down through the rest of
the page. let’s continue on we’ll see how Yoast helps us with this. here’s the Meta
Description which simply tells the end-user what is in the article. often
this appears when people are finding your page in a search result. so that’s
it for the snippet editor. I’ll close it and go to the readability analysis. it’s
found a couple of minor problems with the writing here. it’s saying that
around 30 percent of the sentences contain the passive voice which is more
than recommended maximum of 10, so I probably want to go up there and avoid
passive verbs like: was, is, be, arr, and use active verbs like buy, dent, sell, damage,
that kind of thing. 26.5 percent of the sentences
contain more than 20 words they recommend a max of 25, so while we’re
only off by 1.5% I might want to go in there and cut a
couple sentences down into two sentences. what it likes is that the reading ease
is fine, there’s enough variety in the sentences, the subheading distribution
they like–again I’m trying to distribute them about every 300 words or so–
paragraph lengths are fine and our transition words are fine. so that’s
readability. now comes my favorite part, the focus key phrase. so in the focus key
phrase section this is where you start, putting in your focus key phrase, a word
or a short set of words that most accurately succinctly describe what’s
going on in your post or your page. now this isn’t there so much to be used as
a key word so that Google can see the key word and know what your content is.
key words used to be important in web design for Google and other search
engines, but now Google and these other search engines look at
content directly so what you’re trying to do with this focus key phrase is find the
focus of your article and see how well the rest of your article adheres to that.
and Yoast SEO does a pretty good job in figuring out if the focus key phrase
you’re putting in here is being carried on through the rest of the content in
the article let’s look at our results. it’s telling us some very good advice.
here there are no internal links in this page so you need to always try to link
to other pages within your site when you’re writing a post or a page, to get
people to click deeper into your site. it says the key phrase is not in our
introduction that we don’t have the key phrase in the first paragraph.
I think that’s strictly true but we have food label dates in our title, in our
slug,, in our h2 header and then the first sentence of our first paragraph. I think
what Yoast is referring to here is our little tagline here to get the end-user
interested in the article does not have the phrase food label dates, so we could
cut this tagline and align with what Yoast SEO is telling us to do. I think
I’ll keep the tagline in. it finds the Meta Description length to be a little
bit too short so I might want to add another sentence or so here. the key
phrase is in the title it says here but not at the beginning, and if we look at
this again we’ll see that they’re telling us that the word understanding
is before the word food label dates, so you could rejigger this so it says food
label dates and their importance or something like that. I think
understanding food label dates will suffice.
so let’s go back down. it’s liking the rest of what it sees. outbound links we
did a good job with. our key phrase lengths it did a good job with. the
keyword density is 0.5% which it’s fond of. the keyword shows up in our Meta
Description, it’s never been previously used before, it’s in two of our three
subheadings, it is in our image alt text for text to speech browsers. it finds
that our text length is good just under 600 words, that our
SEO title width is good and that the key phrase is in our slug, so as you can see
putting in the food label dates key phrase and whatever key phrase you use
when you’re writing your own posts or pages really helps you narrow and focus
the content of your page. and that is how to work with SEO Yoast

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